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Affiliate and Search: Friend or Foe? 7thingsmedia - June 2014
1. I A B S E A R C H C O N F E R E N C E 2 0 1 4
A f f i l i a t e a n d S e a r c h – f r i e n d o r f o e
Presented by:
7thingsmedia
Fiona Gandy, International Account Director
June 2014
2. Affiliates
LONDON | NEW YORK | SINGAPORE
Display
International
Leadgeneration
Mobile
PPC
SEO
Socialmedia
3. The last year at 7thingsmedia
Offices
- Singapore office opens (July)
Selected new clients
- Abercrombie and Kent
- James Villa Holidays
- French Connection
Awards
- Performance Marketing Awards (May 2014)
• Best in Retail
- DADI Awards (October 2013)
• “Best use of Affiliate Marketing”
- European Search Awards (June 2013)
• “Best use of PPC”
6. | 6
Affiliate types
• Your “affiliates” are a multi set of publishers with separate business models,
reasons for being and customer profiling…
• Ideally to have a successful affiliate channel your programme should have a
blended mixture of all affiliate types & never be over reliant on one base
| 12th June 2014
@7thingsmedia
@IABUK
7. | 12th June 2014 | 7
Content
Price
Comparison
PPC
Cashback
Voucher
Code
Content
Mobile
The future…
Evolution of affiliates
@7thingsmedia
@IABUK
9. | 9
Search and affiliates
• Drive traffic and sales by bidding on keywords in search engines on your behalf
• They can drive traffic to a dedicated landing page or to their own custom
landing page
• Considerations:
• T&Cs
– Prohibited keywords (brand, brand + generic)
– Use of TM in ad & URL
• Control? Coverage? Incrementality?
• Communication with your current PPC agency?
| 12th June 2014
@7thingsmedia
@IABUK
14. | 14
Branding and footfall
• Drive in store footfall through ad copy
• A recent example showed in-store revenue
increased by 208%
• Drove an additional 17,000 orders to offline
stores
• Increase interaction with a social audience
• 8% offer redemption rate through Twitter
advertising
• 16% Click Through Rate via Facebook
advertising
• Display
• Utilise content relationships to build out
display ads
| 12th June 2014
@7thingsmedia
@IABUK
15. Conversion optimisation
• Time stamps
• Average CTR +150%
• Average CR +75%
• Utilising Remarketing for Search Ads (RLSA)
• Recent example saw a 20% CTR
• 16% offer redemption rate (average 8%)
| 12th June 2014
@7thingsmedia
@IABUK
24. Current SERP’s
Problem:
• Competitor brand bidding -
appearing in position 2 above the
natural listing for Furniture Village
Effect:
• Share of traffic taken by CSL and
associated sales
25. Current SERP’s
Solution:
• Introduce a new Furniture Village
voucher site into position 2
Aim:
• Push competitor to position 3 on
the SERP’s
• A P3 ad will only show above SEO
6% of the time
• CTR from top to the side will drop
considerably, significantly lowering
competitor traffic
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26. SERP’s with new site
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The result…
• Furniture Village owning the top
2 (paid search) spots above SEO
• Maximised on recovering traffic
through:
• A/B testing of Ad Copy
• Utilising in store offers
• 50% CTR
28. | 28
Summary
• Demonstrated the pros and cons of affiliates within the search space
• There is the potential to tie in to your wider search activity
• Ensure that you set clear objectives and demand transparency from all partners
• Do not be afraid to try new approaches and tactics
| 12th June 2014
@7thingsmedia
@IABUK